Why being known becomes the competitive moat

The content marketing pioneer who coined the term in 2001 reveals the urgent reality: creators have 12-24 months to build discoverable human audiences before AI-generated synthetic content makes it nearly impossible.

The 99% Problem and the Vinyl Solution

Joe Pulizzi drops a startling statistic: 99% of content being created today is heavily influenced by AI. Instagram recently admitted they can't keep up with the flood of AI content and won't even try to block it.

But Joe isn't running from AI—he's running WITH it while building something AI can't replicate: authentic human relationships with loyal audiences.

His "vinyl strategy": While 99% of content becomes synthetic commodity, human creators can become the premium 1% that builds small audiences who know, like, and trust them.

What You'll Learn

In this episode, discover:

• Why being KNOWN (not famous) is your only competitive moat in the AI age

• The urgent 12-24 month window to build your audience before discoverability becomes impossible

• Joe's 30-minute daily AI practice using ChatGPT as co-CEO, health coach, and financial advisor

• How to find your "tilt"—that one thing you're exceptionally good at for a specific audience

• Why email and owned audiences matter more than algorithm-dependent platforms

• Why Joe stopped his 527-episode podcast to focus on ONE thing: his newsletter The Tilt

• The generational advantage Baby Boomers and Gen Xers have (and how to leverage it)

• How to use AI as collaborator while maintaining your authentic voice

About Joe Pulizzi

Joe Pulizzi is founder of Content Marketing Institute and The Tilt, bestselling author of seven books including Epic Content Marketing (named a Must-Read Business Book by Fortune Magazine) and Burn the Playbook. He coined the term "content marketing" in 2001 and received the Content Council's Lifetime Achievement Award in 2014. He successfully exited CMI in 2016.

His two weekly podcasts include the award-winning This Old Marketing with Robert Rose (the longest-running marketing news podcast) and Content Inc. (recently concluded after 527 episodes).

His foundation, The Orange Effect, delivers speech therapy and technology services to over 450 children in 40+ states.

Key Takeaways

Curiosity is one of the most human traits—point it in the right direction and opportunities emerge. Block 30 minutes daily for AI experimentation. Write down the 10 things that make you uniquely you. Then start building your audience on ONE platform where you own the relationship.

The future belongs to the curious and the known.

Episode: 551

Guest: Joe Pulizzi

Host: Park Howell

Show: Business of Story

Topics: AI, Content Marketing, Creator Economy, Audience Building, Synthetic Content, Personal Branding, Newsletter Strategy, Career Development, Retirement Planning